Little subjects, big insights: getting the most out of research with kids

They say never work with kids or animals, but here at Magenta, we’re experts in doing research with kids, and we love it! From exploring face painting through the eyes of the child, to talking all-things-online behaviour, we’ve spent years refining our approaches to conduct best practice and effective kids and teens research that generates meaningful insights for our clients. 

But what does it take to carry out successful research with kids? There are of course the obvious factors: making sure the research is engaging with fun stimulus; carrying out fieldwork in an environment that feels comfortable and safe; making sure we use easy and appropriate language, but what else should you be doing that might not be top of mind?

We always take a participant-led approach to our research at Magenta, and here are some of the ways we ensure that kids stay at the heart of every step of the research journey:

DESIGNING THE RESEARCH

It starts at the screener: One big challenge we face when doing research with kids, is that their involvement is naturally governed by an adult that wants to be a research participant; the child often has research ‘put upon them’, just because mum or dad screened as a parent.

So, how do we engage and get through to the child at point of recruitment? At Magenta, where possible, we try to involve kids in the screening process. This helps us with quality of recruit, but also triggers a level of interest and engagement with the research from an early point. By asking children to carry out a small response section as part of the recruitment, we have been able to get a more robust view if the child truly qualifies for the research, as well their willingness to take part.

Small ages gaps, big differences: Children develop quickly and one age group can be very different to the next. Generally, we recruit by school year, meaning that the children find themselves in familiar cohorts age-wise. This also allows us to work with the children at an appropriate developmental level, nuancing the approach for the different ages. 

Set the scene: Pre-tasks work well to gather insight and also prepare children by engaging them in the topic before they attend the research. It is also a way to engage mum or dad in supporting their child, especially for younger participants. As they are filled in away from the peer group, it allows a ’clean read’ on attitudes and behaviour as they cannot copy the other participants in their session, and enables us to check their face-to-face responses to filter out posturing or peer pressure.​

The power of three (or more): We typically speak to children with their peers, for instance in friendship pairs or triads. Taking part with someone they know creates an environment conducive to confidence, honesty and self-esteem. Speaking to children in groups of 3+ also allows us to better explore where differences in opinion lie; there’s always an outlier of the group, and this can result in rich debate and gives us a sense of where peer pressure might be at play.

DOING THE RESEARCH

Take their lead (and prepare for chaos): Make a plan, but prepare to not stick to that plan; children can be unpredictable, so you need to be ready to toss the script out the window in a moment's notice. If they get distracted, bored, or caught up in play, follow their cues. By taking the child's lead during research activities, you'll gain deeper insights into their authentic views and experiences. Don't force activities if the energy fizzles. Go with the flow of their attention and engagement, adapting on the fly based on reactions. Remember, they are the experts of their own perspectives and preferences. Let them share freely, even if it diverges from the intended path.

Space and time to think is key: Kids' opinions and feelings evolve, often in a very short space of time! Ensuring we give time and space for thinking and by looping back to the same key questions at regular check points means we capture if and how their views might change as they relax into the research and have had time to process their feelings and ideas. 

Don’t underestimate: When conducting research with kids, it's important not to underestimate their capabilities. Children often have strongly-formed opinions, critical thinking skills, and a nuanced worldview. Don't assume they can't handle complex topics or abstract concepts. Our job as researchers is to take the time to understand their perspectives and approach kids as competent individuals with valid ideas to contribute. Don't talk down to them or simplify activities to the point of being dull. Instead, create an intellectually stimulating experience using age-appropriate methods. When you demonstrate respect for kids' intellect, they'll reward you with honest, thoughtful responses that add tremendous value. 

DELIVERING THE RESEARCH

Don’t twist their words: When it comes to delivering your results, it’s still so important to keep the children at the centre of the research. Use their language in your report and leverage the direct stories you heard in the research to present the insight through the eyes of the child. Include unfiltered and unedited quotes and bring the report to life with video or audio clips wherever possible.

Children bring amazing energy to any research and often aren’t afraid to be honest. Use this to engage clients and stakeholders; bring the children’s laughter, smiles, anger, as well as their frank (and often brutal) opinions to your reporting and debrief to really capture attention and create impact.

Want to hear more about our experience in kids research? Contact sarah@magentaresearch.co.uk